The original plan, as approved, was to develop the site as mixed use office space and a multistorey car park of five storeys.

In 1994, Central Broadcasting (and latterly Carlton) approached GSDL with an interest in the site and bought the freehold.

[2] The studios were designed to have the Central Television logo constructed in key locations about the building (notably inside circular brick features on the gable ends, however these were never built into the brickwork due to changes in branding).

In 2004, with the removal of in-vision continuity for CITV's programme strand and transmission and playout of the service moving to Granada Television, ITV announced its plan to leave its studio site at Lenton Lane in Nottingham, and also move the studio and presentation of Central News (East) to Birmingham.

These also became the first studios to be fitted with the standardised ITV News Group sets after London.

Network productions occasionally came from both Studio W and E, with Nightwatch with Steve Scott having its links filmed in Studio W, and the People's Millions with Katie Derham using Studio E. In 2009, as part of a cost-cutting exercise, ITV plc announced that Central's two regional programmes would merge, with a short opt-out at the start of the programme devoted to news to each specific sub-region.

In 2010, as a result of ITV selling the building, Studio E became a rentable space and is now a Carl Zeiss AG showroom.

The complex was used for the in-vision continuity links for CITV until this was moved to Granada Studios in Manchester in September 2004.